Challenge.

LEGO is one of the world’s best-loved and most iconic brands.

Whilst hugely successful, the brand felt it was losing affinity with millennial parents and wanted to recapture the magic for its core product – the LEGO brick.

Insight.

Creative play is an essential part of childhood development, and creative problem-solving is a critical life skill.

LEGO bricks allow kids to try and try again until they eventually find a creative route to success.

Idea.

Contextualise this cycle of creative problem-solving for culturally-savvy parents, showing how creative play is responsible for great work across key cultural pillars.

Exposure created three films with cultural icons from sport, music and fashion, each showcasing their own creative processes through LEGO bricks, and orchestrated an integrated campaign across paid and earned channels in North America, Europe, and China.

Impact.

— 2.1m Impressions delivered

— 63 Pieces of iconic coverage

— 5m+ global reach